Data enrichment is often framed as adding more information. A better objective is to add information that makes an existing record more useful.
Start with fields that change an action
If the team cannot segment accounts because industry is missing, enrich the segmentation layer. If sales cannot identify the right audience because roles are unclear, prioritize contact and function data.
Firmographic enrichment
Company type, industry, geography, business model and similar attributes can improve targeting. Keep values standardized so the same concept does not appear under several labels.
Contact enrichment
Names and titles become more useful when function and seniority are captured consistently. The exact fields should follow the campaign's targeting rules.
Website and company context
Company websites can provide useful signals around offerings, industries served, locations, technology references and business descriptions. This context is especially helpful for niche prospecting projects.
Respect the existing data dictionary
Enrichment should map into the fields the CRM or database already uses. Creating parallel versions of the same concept makes segmentation harder.
Layer the work
Identity → firmographics → contact roles → segmentation → contextual attributes → verification/status. This lets the project stop when the dataset becomes operationally useful.
Need to enrich an existing CRM or spreadsheet?
DBI works on custom enrichment, normalization and validation workflows built around defined schemas.
Explore Data Enrichment →